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Momentum is one of the concepts in physics which is close with daily life. The observation and measurement are basic abilities in physics learning. This study aims to develop learning media based on ethnophysics for the concept of momentum and to enhance students observation and measurement abilities. The research subjects were class X students of SMA Negeri 1 Salaman. The analysis of the research focuses on the feasibility of the media and improving the ability of students to observe and measure. The results of data analysis found that: (1) media feasibility amounted to 3.38 with good categories and reliability of 91.5% with very reliable categories, (2) improvement in the ability of observation and measurement of students seen from the acquisition of pre-test scores and the post-test at the application stage obtained N-gain 0.54 and was included in the medium improvement category. These findings indicate that ethnophysics can be applied in physics learning with concepts that are harmonized with everyday life